Even to this day, not many streetwear fans know why Fieg decided to call his shop Kith. Not a particularly easy word to pronounce especially if you're from London or you're Mike Tyson, it's derived from the old Scottish term "kith and kin", which literally translates to "friends and family" - a nod to Ronnie's love for his inner circle. This was also emphasised through his slogan, "Just Us".
In their first year, Kith started stocking massive brands such as adidas , Nike , PUMA , and Timberland. It was also a space that showcased Ronnie's own collabs, including three ASICS icons: the "Mint Leaf", the "Salmon Toes", and the legendary "Rose Gold". Soon after, the store unveiled an in-house apparel line, which was inspired by his love of taking clothing and modifying it himself.
Speaking to Business Of Fashion about his first collection, Fieg recalled, "More people were asking me about my pants than my shoes, so I knew there was something there." The first release of 12 pants sold out in a weekend, the second of 24 sold out in a day, and the third of 100 sold out in an instant, officially cementing his place in the world of streetwear and fashion.